Principles of Advertising and Brand Communications

JOUR 507 examines the foundational and evolving role of communication in shaping public understanding, individual behavior, and policy responses related to health. Designed for upper-level undergraduates and graduate students in journalism, public relations, public health, medicine, nursing, and related fields, this course provides students with both theoretical knowledge and practical skills essential for effective health communication across public, clinical, and media contexts.

Through a multidisciplinary lens, students will explore how communication shapes health beliefs, individual decision-making, and broader health ecologies. They will analyze real-world health communication campaigns, as well as community-based and international interventions, to understand the influence of culture, equity, and systemic disparities. Emphasis is placed on critical case analysis, theory-informed strategy development, and ethical messaging practices in the digital age.

Students will gain hands-on experience through interactive module tasks and applied projects, including a health campaign case analysis and a focused report on a specific health issue. The course fosters analytical thinking, intercultural competence, and ethical reflection through writing, discussion, and digital presentations.

Learning Outcomes

After successful completion of this course, students will be able to:

1. Explain key concepts, historical developments, and current practices in the field of health communication across public, clinical, and media contexts.
2. Apply major theories and models to analyze health communication practices, including:
   
   1. media representations of health issues
   2. communication effects on health perceptions and behaviors
   3. community engagement and advocacy
3. Analyze the planning, implementation, and evaluation of health communication interventions using evidence-based frameworks and real-world case applications.
4. Examine intercultural and international approaches to health communication, with attention to health equity, disparities, and culturally competent messaging.